2
“The starting point for CDA is social issues and problems” (Fairclough, 2001: 229). Gender is such an issue (Sunderland, 2004:10-11). Gender “entails any differences between women and men being socially or culturally learned, mediated or constructed. Gender thus contrasts with the biological essentialism of the term sex” (Sunderland, 2004:10-14). “Gender can … be seen … as an idea, or set of ideas, articulated in and as discourse” (Sunderland, 2004: 18).

4
Discourse: (count noun) “a way of signifying experience from a particular perspective” (Fairclough, 1993: 138). Gendered discourses “If masculinity is socially constructed, one of the primary elements in that construction is the representations of manhood that we see daily in the mass media…Media representations tell us who we are, who we should be, and who we should avoid” (Kimmel, 1992: foreword).

5
‘The focus on men’s magazines … is able to illuminate aspects of the condition of modern masculinity and recent discursive shifts associated with gender politics’ (Benwell, 2003:7). Hegemonic Masculinity The ‘New Lad’ in men’s magazines (Benwell 2002; 2003) ‘the dominant form, the one that counts as normal’ (Talbot 1995: 191) ‘always constructed in relation to various subordinated masculinities as well as in relation to women’ (Connell 1987: 138)

12
Subversion of ‘There Are No (Real) Men’ discourse Πώς τους κόλλησε αυτή η μαλακία... αλλά είναι σίγουρα αποτέλεσμα αυτής της χειραφέτησης νέου τύπου, που πολλές γυναίκες νομίζουν ότι έχουν κατακτήσει. (p. 19) [How did they get stuck with this bullshit [ that real men do not exist ] … but for sure, it is a result of this new type of emancipation that many women think they have achieved.] δηλώνουμε όλες οι «χειραφετημένες» ότι δεν υπάρχουν πια άντρες. (p. 134) [all of us the ‘emancipated’ state that men do not exist anymore.]

19
‘Men are Afraid of Commitment’ subdiscourse (Kosetzi, PhD in progress) κανείς άντρας όταν είναι μικρός δεν ονειρεύεται τη στιγμή που θα ντυθεί γαμπρός... Ή μάλλον, την ονειρεύεται. Και πετάγεται ιδρωμένος από το κρεβάτι και σηκώνεται να κάνει τσιγάρο. Θα παντρευτεί μόνο για να κάνει παιδιά (p. 141). [no man, when he is young, dreams of the moment he will become a bridegroom… Or actually, he does. And he jumps out of bed sweaty to have a cigarette. He will get married just to have children] Ξέρει όμως καλά ότι άμα η άλλη αποφασίσει να κάνει παιδιά κι εκείνος κωλοβαράει και δεν της κάνει την πρόταση, εκείνη θα τα κάνει τα παιδιά και χωρίς αυτόν. Οπότε υποκύπτει. (p. 141). [He knows though well that if the other [the woman] decides to have children and he is wasting his time, and does not propose to her, she will have the children even without him.So, he gives in.] θα υποστεί στωικά τα ρύζια στο κεφάλι, το κλάμα της μάνας του... το τάισμα στο στόμα, το ρομαντικό χορό... (p. 142) [he will endure patiently the throwing of rice at the wedding, his mother’s crying, …, the spoonfeeding, the romantic dance…]

20
‘Man as Domestically Incompetent’ subdiscourse (cf. Sunderland, 2004) σπίτι... η επιλογή του οργανωμένου χάους (p. 142) [house… the choice of the organised chaos] Δεν είναι βρομύλος, αλλά δεν καταλαβαίνει πώς είναι δυνατόν να κάνεις μπάνιο χωρίς να γίνει το χαλάκι του μπάνιου μούσκεμα και τι πειράζει άμα στεγνώσει μόνο του και δεν το απλώσει (p. 142) [He is not a stinker, but he does not understand how it is possible to have a shower without making the bathroom rag totally wet, and what is wrong if it gets dry on its own and he does not hang it] [O άντρας] Ξέρει να σιδερώνει μόνο όταν πρέπει να βγει και δεν έχει πουκάμισο, …ξέρει να σφουγγαρίζει μόνο όταν χυθεί ο καφές στο πάτωμα κοντά στον υπολογιστή…. Για όλα τα άλλα υπάρχει η κυρία Βέρα (p.142) [[the man] knows how to iron only when he has to go out and has no shirt [to wear],… he knows to mop only when coffee is spilt on the floor next to the pc… for all the rest there is Mrs Vera]

22
Conclusion There are some men who are not ‘real men’ Yet there are still a lot of ‘real men’ (hegemonic masculinity), who have stereotypical ‘masculine’ traits. The ‘Real Male’ of Nitro bears similarities to ‘New Lad’ of English magazines. Why? Consumerism Influence from English magazines (Benwell 2003) ‘Backlash’ reaction to social changes due to feminist progress in Greece, which were ‘at a speed too accelerated to be assimilated’ (Phylactou 1992: )